Over the next weeks we will pick up on another important theme called “business branding”.
Pastor Welcome Thamsanqa Mlungisi Dlalisa
Over the next weeks we will pick up on another important theme called “business branding”. Hopefully we we shall discuss this theme from different perspectives to help strengthen all entrepreneurs and business owners across our township to develop and build their company’s brand. We will define the concept, explain how to build a brand identity, how to strengthen your brand, how to create client brand loyalty and thereby drive your sales and business profitability up. The following section puts together the basic understanding of the concept, as the subject will be unfolding over the next few weeks.
Branding is a way of defining your business to yourself, your team and your external audiences. It could be called the business’ “identity”, but only on the understanding that it embodies the core of what the business is and its values, not just what it looks and sounds like. A brand is a promise to the buyer about the kind of product or experience they are purchasing, and how they will feel when they use it. Therefore, branding is about creating a picture of who and what you are to your clients. It helps them to know what you stand for and what they can expect from you.Also read: Entrepreneurs’s brew – The power of goal setting
Research has shown that there is a strong relationship between business success, business profitability and the strength of the brand. Therefore, the following are the basic elements of branding:
1. Brand promise
Many years ago I used to drive a Toyota Conquest Sport. I remember clearly that the car had the words, “Everything keeps going right” written at the big window at the back. I looked at this writing, but it meant nothing to me at first. However, after driving the car for many years, skipping services, not repairing it at the correct times; this statement, “Everything keeps going right” started to mean something to me. I recognised the resilience of the car, its simplicity to fix and repair, the affordability of its parts and its general reliability. I then realised that this was in fact a brand promise from Toyota. Did they live up to their promise? The answer is: a definite yes! The car kept moving and delivered on the promise, despite my irregular and unreliable service to it.
So, it is important to give a promise. However, it is more crucial to keep or deliver on your promise/s.
2. Brand target audience
The next thing is to know your audience and target market. Who do you want to present your brand to? This will help you to know which marketing tools to use. If your target market is the youth, then you must consider using social media platforms like Twitter, Facebook, Youtube, Whatsapp, Instagram and so on. Young people use these media platforms, including TV and maybe even posters and flyers at the youth centres, library, or even near the school gate. You need to know who you want to talk to, and then decide on the medium or method you will use to find them.
3. Brand values
You need to develop, communicate and live according to a set of values. These values must be well thought through by yourself as an entrepreneur. They must talk directly to your “promise”. You cannot promise excellence to your customers and still lack discipline and continuous improvement as a business. These go hand in hand. It is your values that will shape the behaviour of the people. It is your values that will tell all your staff what to do and how to do it. It is your values that will deliver consistency and produce the pattern that develops your business culture. However, it is the responsibility of top leadership to imitate the correct behaviours and enforce the right values. The brand is driven by the values in the organisation.
4. Brand perception and brand positioning
The continuous behaviour and conduct of leaders produces culture. The culture of your business will create perceptions in the mind of your clients. These perceptions position your brand in their minds. Positioning is important in influencing buying habits or patterns.
Branding is therefore crucial in maintaining your clients, attracting new clients and driving business profitability.
Also read: Entrepreneur’s brew – Why customer service is important
In order to help the entrepreneurs of Tembisa to implement what we are learning via these articles, I have set up what I call the JOSEPH ACHIEVERS MENTORING (JAM) programme.
The programme is based on Joseph in the Bible, who rose to prominence despite his background. I am encouraging all Tembisa residents to join it.
This programme is aimed at supporting all the residents of Tembisa, but it targets mainly young entrepreneurs, young professionals, university students and high school learners. It offers a range of support initiatives including career guidance, training and mentoring.
Many have enrolled for the programme and received business management training and mentoring. I challenge you to enroll for JAM in order to propel your life or your business to new heights. To register for JAM, send an email to dlalisa.rhi@gmail.com or call the numbers below.
For more information, contact Pastor WTM Dlalisa on 083 395 1165.
